Account Based Marketing Lead

Reporting to the Director of Global Account Based Marketing (ABM), the ABM Lead, North America (NAM) plays a critical role in driving account intimacy, using marketing insights to inform GTM strategy, messaging, and planning.

The primary focus is on helping our Go-To-Market (GTM) teams gain traction in the account: improving customer sentiment, creating and deepening relationships, and overcoming barriers to adoption.

You will focus on a portfolio of existing enterprise customers and work closely with GTM, digital marketing, events, and performance marketing teams to deliver ABM activities that are grounded in data modeling, pattern identification, customer intelligence, and performance insights. In return, these activities will lead to deeper customer engagement, surface new relationships, and demonstrate Citrix’s value through measurable, insight‑backed impact.

The role demands curiosity and deep analytical rigor, in particular the ability to drill into complex data on accounts, contacts, and campaigns, delivering insights that are actionable by GTM teams and Marketing campaigns. The ABM Lead will be comfortable interrogating account behavior, segmentation data, campaign performance metrics, and market data sets to uncover actionable insights and opportunities for optimization.

The role is therefore suited for a data‑centric marketer with strong analytical acumen, able to translate data into engagement strategies that meaningfully influence account progression.

Collaboration with GTM leadership, as well as Sales and Technical Strategists is key, and you will work closely from the outset to understand goals, priorities, and barriers to success. You will be expected to be a regular contributor at GTM team meetings and as such, you must be an expert communicator who uses data storytelling to distill complex data into clear insights and recommendations for these teams.

• Uses account insights to develop ABM strategies aligned to GTM objectives, leveraging deep data insights to identify adoption barriers and opportunities.
• Builds engagement plans grounded in historical data, segmentation, customer behavior patterns, competitive activity, and business context.
• Partner with Marketing teams to enhance messaging and engagement strategies using data‑backed insights.
• Where required, build dedicated ABM strategies for focus accounts nominated by GTM Leaders. Collaboration
• Forge close alliances with Sales and Technical Executive Leaders, and partner closely with GTM teams to understand requirements, priorities, relationships, and strategic delivery gaps.
• Work with GTM teams to ensure that marketing campaigns are aligned to strategic objectives, while deliverables meet the needs of the business and target outcomes.
• Support account strategy planning with market intelligence, customer behavior analytics, and account intimacy data.

• Support audience acquisition and follow-up for marketing events, using data analysis for targeting, segmentation and follow-up.
• Promote planned Citrix events to GTM teams, providing insights to ensure that events are targeted at the optimum audiences, while customer invitations are personalized where possible.
• Work with the Events team to track and prove successful delivery of events via agreed metrics, as well as sharing feedback on event improvement opportunities.
• KPIs & Reporting
• Monitor performance against KPIs using analytics, dashboards, and reporting.
• Establish regular reporting, delivering customer data insights including campaign engagement, use cases, tech plays, new and existing contacts.
• Uses data storytelling to interpret and present complex insights to stakeholders.
• Partners with Performance Marketing and Marketing Operations to analyze campaign outcomes, and customer insights to develop strategies, content and messaging.
• Data Analysis
• Conduct ongoing market, and competitor analysis.
• Drill into account, contact and campaign data-sets across multiple platforms.
• Works with GTM teams to deliver insights, content, and next best actions which inform and shape customer engagement, as well as improve customer sentiment.
• Share vertical and customer insights with…